2016-06-15 14:21
Overlord high-profile ＂only heard thunder into the direct why not see the rain?
[straight Beijing News Network News June 15 (reporter Qin Chenyu) on May 23 afternoon, Overlord group and one weekly long 6 years of litigation dispute was finally settled, Hong Kong's high court final judgment losing one weekly, compensation overlord group 300 million Hong Kong dollars. After this event overlord group business suffered setbacks, and fighter group over the years has been working in the transformation of enterprise channel, repeatedly announced to enter the direct sales, preparatory Shen licensing issues such as, but to enter the direct selling preparatory progress unknown.
Overlord high-profile "only heard thunder into the direct why not see the rain? See "straight things" (WeChat ID:cndsn-zxbdw) from Beijing.
be neither friendly nor aloof
Direct marketing slogan is always empty
"Straight thing" (micro channel ID:cndsn-zxbdw) noted about Bawang group transformation into the direct selling already heard news, 2014 network crazy biography of Amway China, vice president of the joining trader of overlord direct sales business, when the reporter has either confirmation, the news is the public relations director Wang Liang denied, said the company is to be black. But in fact, according to some public information, as early as 2013 onwards, the king began to contact the direct sales model, in 2014 to prepare and test the water direct sales, and in 2015 to start direct sales. It is reported that, in order to promote direct sales, Overlord group also launched a direct sale of shares to join". It is reported that if the customer one-time consumption of 20000 yuan to become the supreme membership card, you can receive a market capitalization of 4000 yuan of the shares of the overlord group.
However, the direct work did not give the king a surprise. "Straight thing" (WeChat ID:cndsn-zxbdw) observed, due to the continued downturn in the traditional channels, capital turnover is poor, direct sales play a role in the remedy does not seem. In order to continue to improve performance, Overlord group began to further launch new products and develop new sales channels. The industry also pointed out that the king choose direct sales channels and sales of non cosmetic products, is likely to fight to win or die, signs of danger appearing everywhere. "Direct sales model can be almost entirely depends on the success of direct marketing team building, and training a professional direct sales team needs at least three years time, in a short period of time to help the overlord group will be difficult to achieve". Industry analysis road.
Although fighter group and unwilling to give up direct selling market, in subsequent media reports overlord group repeatedly reiterated to enter the direct sales goal has not changed, but obviously every release of rhetoric finally, but it seems to have become to a "empty".
change one's mind frequently
The king was only refers to the diversification of policy priorities
Since the last few years, the king continued losses in the market, the company's focus once chaos. "Straight thing" (micro channel ID:cndsn-zxbdw) learned and overlord to reverse the decline can be described as pains, in the layout of the market is a wave after wave, has been declared to enter the home appliance, health care products and baby market. In the channel has also been a high-profile claims that the layout of the electricity suppliers as well as micro business. Obviously Bawang group in the market a series of action showed that overlord group seems to be to the diversification of the layout of the work, in an attempt to cast a wide net fishing fish, but ultimately had little effect. Therefore, Overlord group behavior was criticized as industry experts at work between the primary and secondary delivery.
In fact, earlier overlord group in order to save the performance of the downturn, has turned the attention to the herbal tea market. But in the end not only failed to revitalize the overlord, but became a tasteless, Overlord group was reluctant to give up but facing the embarrassment of herbal tea huge losses. Chen Qiyuan admits that, due to the wrong understanding of the channel, the king of herbal tea does not do well in the imagination. "Straight thing" (micro channel ID:cndsn-zxbdw) learned, 2011 fighter group in the herbal tea plate sales revenue to 1.67 billion yuan, but in 2012 fell sharply to 17.6 million yuan, 2013 only 79 million yuan, the loss amounted to 200 million yuan. In order to avoid further losses, in July 1, 2013 the king officially halt herbal tea business. But after this, Overlord group did not learn from their mistakes, even then, king is still obsessed with in the so-called pluralism, has expanded Zhuifeng brand product line, Li Tao bath and washing liquid, Overlord toothpaste and snow beauty skin care products launched, but has not reached the expected effect.
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